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What Is Really Motivating Your Customers?

When we think about motivating consumers to make a purchase, we think about using the right mailing list, creating the right offer, and having a compelling call to action. Whether creating a direct mail piece, a sales letter, or a magazine advertisement, those elements are critical. But the reasons people buy can also be more complex. Particularly in the B2C environment, emotional factors are often at play. For example, if you are selling exotic vacations, you aren’t just selling a cost-effective hotel with great food and a seafront view. You are selling relaxation. You are tapping into the desire to escape from the daily grind of meetings, presentations, and child rearing. You are selling t